RT&E News

Comforel Campaign

Dimensional Opens Doors For Invista™

The Spring Textile Market attracts trade professionals, and mill and retail buyers to New York City to view the newest trends in fibers for fabrics, bedding and rugs from hundreds of suppliers. To break through the clutter and invite buyers to the Invista showroom, RT&E designed a dimensional mailer that introduced a lower denier of Comforel™ fiber for softer accent rugs. We hand assembled large boxes and wrapped them with microscopic photography of this special fiber with the headline: "Comfort you would trade your sole for." Inside, was a bath-sized rug made from the fiber and a pair of flip-flops bearing the Comforel ™ logo, and complete technical and ordering information. The mailer dropped a week before the Market, opening the door to a buyer with whom Invista had previously been unable to get a meeting.

Curiosity killed the cat, and it's the reason dimensional mailers are so successful. If you receive a box that's 36" long, 10" wide and 6" deep, personalized with your name and a targeted message that promises something valuable or just plain fun inside, are you going to toss it or open it? Thought so. More expensive than flat mail and postcards, but infinitely better at generating leads and buzz, dimensional mail may be the best way to demonstrate the properties of your product to an exclusive list of prospects.